Walmart goes digital with online toy lab

The retail giant is now offering a virtual toy testing lab where kids can play with 20 of its most popular toys using AR.

Multinational retail giant Walmart has partnered with interactive video creator Eko to launch The Walmart Toy Lab, a virtual playground where kids can test out playthings offered by the retailer using augmented reality. Available on the Toy Lab website, kids will be able to play with the main features of the toys and watch other kids and site host Burt give them a go as well.

It features the top 20 toys stocked at Walmart, from brands such as Jurassic Park, Wonder Lab, Nerf, Hot Wheels, Peppa Pig, Harry Potter, Little Live Pets, Really Rad Robots, LEGO and Barbie.

While most retailers (including the newly opened FAO Schwarz and Toys “R” Us) have traditionally offered in-store toy testing and play labs, Walmart is diving into AR to take things to a whole new level. The interactive toy lab is the retailer’s latest move to attract more kids to its toy aisles following TRU’s bankruptcy. Earlier this year, it unveiled a 30% in-store and 40% online increase in toy inventory under its new America’s Best Toy Shop branding.